I’ve mentioned this saying before, and no doubt will again, as it has become one of my favourite mantras against the mind-boggling barrage of mendacity we face every day from people bent on messing with our minds.

I first heard it said about advertising, a business notorious for its cynical not to say shameless disregard for veracity.

But as irritating as it may be to long-suffering consumers, stretching the truth about brands is nothing compared with filling citizens’ heads with nonsense about issues that affect their lives, livelihoods and liberties.